W Hotels, a luxury hotel brand from Starwood Hotels and Resorts Worldwide, will be remodelling around 10 hotel properties in North America.
The brand will be completing renovation projects at certain properties to upgrade the public areas, introduce new signature bar and restaurant concepts, and redesign the guestrooms.
Carlos Becil, the company vice president of brand management, luxury and design brands, North America, said, ‘When W Hotels launched in 1998, it quickly redefined the space and continued to transform the traditional hotel experience as we entered new markets across North America.
As W evolves from a US phenomenon into a global design powerhouse, we are committed to fuelling the innovation within our existing portfolio to create a consistent, cutting-edge experience for our guests.’
A key area of focus for the renovations will be the Living Room in the hotel lobby, which will be providing guests with a place to meet and mingle over drinks and music.
The hotel renovation project may cost up to £68 million, and will include W New York – Union Square; W Seattle; W San Francisco; W New York; W Chicago – Lakeshore; W New Orleans – French Quarter; W San Diego; W Los Angeles – Westwood; W Dallas; W New York – Times Square; and W Montreal.
The W Hotels brand is currently on an expansion track, and intends to offer around 50 hotels worldwide, by the end of 2013. Recently, W Hotels have been announced for Guangzhou, Milan, Shanghai, Singapore, Abu Dhabi, Bangkok, Athens – Astir Palace, Muscat, Mumbai, Dubai, and Santa Fe, with additional plans also in the pipeline to offer W Retreats in Verbier and Riviera Maya.